NHS Campaign strategy to increase blood donations

Challenge

NSH Blood and Transplant approached Mobas to work with the team to create a campaign strategy to encourage recruitment of blood donors across the UK. Looking to increase blood donations by 30% throughout the UK, the campaign had to appeal to a wide target market – with everyone being a potential donor.

Strategy

We worked with NHS BT to create a campaign strategy which would appeal to many differing demographic groups. Extensive research was carried out to further understand the complexities and decision-making process around donating blood, including speaking with different audiences and carrying out workshops to gather insights. We investigated the processes involved in donating on a national scale and took time to understand the national network of donation centres.

The strategy simplified the booking and donating processes to make it more appealing for donors. We created a campaign concept which was inclusive to all relevant audiences, engaging and personal; it highlighted the human touch to donating blood.We created a campaign concept which was inclusive to all relevant audiences, engaging and personal; it utilised the existing equity in the well-recognised heart graphic and highlighted the human touch to donating blood.

Results

An increase in awareness in blood donations.

An improvement in donor experience.

A 20% increase in donors in the 10 months following launch.

An increase in broader NHS Blood and Transplant services.

An increase in repeat donor appointments.

At Mobas we utilise invaluable brand strategy expertise and health sector experience to create meaningful campaigns that connect. To find out more, email us at say.hello@mobas.com